Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry

Cover
Half Title
Endorsement
Title Page
Copyright Page
Dedication
Table of Contents
About this book
Preface
1 Fashion marketing from  a historical perspective: Early days of advertising and consumerism
	How to define fashion marketing?
	The history of advertising, particularly in the nineteenth and twentieth centuries
	How the industrial revolution led to present marketing practices
	The origin of modern-day consumerism and brands
	Further reading
2 Fashion promotion and public relations
	The early days of public relations
	Brand communication
	Understanding the core differences between advertising and PR
	The role of PR and how it complements advertising
	Press pack and press release
	Interview with Teresa Havvas on Lipcote
	Further reading
3 The Marketing Mix and communications tools
	The original Marketing Mix
		The 4Ps in detail
			Plus 3: Process, Physical Evidence, People
			Product
			Price
			Place
			Promotion
	Marketing communications tools
		Mass marketing
		Target marketing
	The supplemental 3Ps
		People
		Process
		Physical evidence
	The New Marketing Mix: 4Ds replace the 4Ps
	Further reading
4 Creating the marketing message: Branding and marketing communications
	The advertising agency
		The client briefing
			1. Analysis of the status quo
			2. Objectives/strategy
			3. The goal
			4. Target market
			5. Timing
			6. Budget
		Agency briefing
	Old and new communication channels
	Consumer trust
	Creative direction at the agency and the fashion brand
	The challenges for fashion media today
	Further reading
5 Social media, blogs and opinion-leaders: Who is leading your opinion?
	The general meaning of an opinion leader
		Two-step flow of communication
	Understanding blogging and what it can do for fashion brands
	Celebrity endorsements and what they can do for a fashion brand
	How to establish a brand match between celebrity and consumer
	Ethical considerations
	Further reading
6 Target market and segmentation
	Do you need a target market?
	How to segment a market
		1. Demographic segmentation
		2. Geographic segmentation
		3. Psychographic / Lifestyle segmentation
		4. Purchasing behaviour
		5. Distribution
		6. Media
		7. Time
		8. Price
		How will the demographics develop in the future and globally?
		Primary, secondary, tertiary target markets
	Encoding and decoding the brand’s message
	Ethical considerations
	Further reading
7 Target marketing and the international consumer: Coding and decoding brand messages
	A different approach for an international market
	Working with unfamiliar territories
	Case example: Cadbury Dairy Milk in India
	The potential of international markets
		1. China
		2. USA
		3. India
		4. Japan
		5. Russia
		6. South Korea
	Domestic ethnic advertising
	Ethical considerations
	Further reading
8 Brand communication at the point-of-sale: Sensory branding
	Sensory branding
	Communication buildings
	Case example: Hugo Boss flagship store in Tokyo
	Integrating digital technology at the point of sale
	Sonic branding
	Ethical considerations
	Further reading
9 A critical look at advertising: Brands selling hopes, dreams and objectification
	Why criticize advertising?
	The relationship of the self with the ads: hopes, dreams and fears
	Warped self-perception and psychological implications of ads
	Gender and the objectification of bodies in advertising
	Sexualization of children
	Regulatory bodies
	Sensory overload: ads are all-present
	Case example: ad-free places – Grenoble, São Paulo and North Korea
	Further reading
10 The future of fashion marketing: Trends and opportunities
	The Fashion Carousel
	What is trend forecasting?
	Trends to be aware of
	An ethical future?
	Further reading
Bibliography and further reading
Index